Kia has announced a new brand strategy which will see the automaker transition to electric cars and redefining the entire mobility ecosystem. The company stated that under the new “Plan S” strategy it plans to launch seven new electric cars globally by 2027.
It is starting with the launch of its first dedicated electric vehicle (EV) later this year. Kia will strengthen its EV lineup by 2026 with 11 new models – seven dedicated EVs built on the Electric-Global Modular Platform (E-GMP) architecture, and four based on existing ICE derivatives.
EVs built on E-GMP aim to set new benchmarks in All-Electric Range (AER), driving performance, interior space, and tech application. The EVs will function as smart devices with the expanded application of Audio Video Navigation Telematics (AVNT), Over-the-Air (OTA) and Feature on Demand (FoD) services.
The first dedicated electric car from Kia, codenamed CV, will be featured with HDA2 (Highway Driving Assist Level 2) technology.
Starting in 2023, Kia electric cars will be equipped with Highway Driving Pilot (HDP), a crucial autonomous driving Level 3 development.
By 2030, eco-friendly vehicles such as EVs, HEVs and PHEVs will make up 40% of all sales for Kia, with an annual sales target of 1.6 million units. As part of this, Kia aims to grow EV sales to 880,000 units in 2030 and become a top global seller.
Expanding future mobility services
Kia’s mobility services will gain a competitive edge by carefully targeting and focusing on core areas.
In the business-to-consumer domain, Kia will expand existing services. The company’s flagship car-sharing service Wible will be expanded with Wible Más and Wible Empresas (tentatively named) in Spain. The car usership service ‘KiaMobility’, which was launched in September last year as a pilot project in Italy and Russia, will also launch in additional European markets.
In the business-to-government and business-to-business, Kia will launch an EV-based service that combines subscription and car-sharing. Under this new mobility service concept, vehicles will be used for business on weekdays and rented by individuals on the weekends.
Kia’s subscription program ‘Kia Flex’, which was introduced in Korea in 2019, will launch a global version later this year under the name ‘Kia Subscription.’ The service will be operated by Sixt Leasing, which Hyundai Motor Group acquired last year, and the vehicles will be provided by the company’s regional affiliates and dealers.
Kia announced an update to its ‘Plan S’ strategy for its future business at the 2021 CEO Investor Day, held digitally today in Seoul.
The ambitious update to its mid-to-long-term roadmap was presented by Ho Sung Song, President and CEO of Kia Corporation.
“Kia is being reborn in 2021 with a new logo, new design, and new corporate name,” said President Song. “Kia will transform into a brand that excites and inspires customers with innovative mobility experiences.”
The renewed ‘Plan S’ strategy is underpinned by three core pillars: advancing electric vehicle (EV) transition, strengthening purpose-built vehicle (PBV) business, and expanding future mobility services.
Strengthening PBV business
Kia will unveil its first purpose-built vehicle (PBV) in 2022, with further PBVs to be launched according to market needs. The company targets 1 million units by 2030 to become a world leader in PBVs.
To this end, Kia will develop a variety of specialized vehicles based on its PBV-dedicated skateboard platforms.
Kia plans to further expand its PBV business through open innovation by cooperating with other companies to develop micro/large board platforms for unmanned delivery and e-commerce sectors.
The company will also advance its own highly scalable small board platforms and technologies since it expects market demand for these services to increase globally.